“We’ve created a vegetable persona on social media rather than a brand,” she adds. “We’ve created an athletic-style ad for a vegetable – not a cooking demo – and we plan to do even more moving forward.”

Stephen and Andrew “Andy” D’Arrigo founded the California-based vegetable growing company to be an industry trendsetter and innovation has been its hallmark. “Our customers can confidently look to us for excellence in everything from seed research and development to entirely new approaches to packaging, packing and even shipping,” the company says. “Always look for the distinctive Andy Boy pink label to know you can reliably get the finest pick of the crop.”

Broccoli rabe is Andy Boy’s flagship product. The company’s new campaign, which launched in February, was created to highlight this green as a star and position it as a cruciferous vegetable to fuel active lifestyles. “The campaign also aims to shed light on the versatility, health and nutrition benefits of broccoli rabe that people might not be aware of yet,” says Claudia Pizarro-Villalobos, marketing and culinary manager at D’Arrigo Bros. Co. in California.

Andy Boy partnered with clean-eating chef and leading wellness journalist Candice Kumai because of her passion for nutritious eating and delicious recipes. “Candice emphasizes making positive decisions for your body and is committed to helping people achieve their health and wellness goals for life,” Pizarro-Villalobos tells Food & Drink. “In addition to this video campaign, our team has been working with Candice to curate specially developed recipes for Andy Boy, featuring broccoli rabe in various ways.”

On the Menu

Candice Kumai’s custom broccoli rabe recipes are available on Andy Boy’s website. Additional broccoli rabe recipes have been developed by bloggers and social influences, which can be found here.